For the year 2010, Resolved:
I will no longer insist on being innovative for clients who merely want the same old thing. (And, hopefully, I will no longer sign clients who want the same old thing.)
I will only give “bonus” hours to those clients who really appreciate them…and me.
I will continue to keep learning and keep thinking and keep discussing, in a constant endeavor to be the best that I can at my craft.
I will keep fighting for the integrity of the profession in which I’ve spent the past 21 years.
I will never stop asking “Why,” or “Why not?”
I will always remember that, in our profession – especially at the beginning of a relationship – listening is more important than talking.
I will always continue pushing for a “seat at the table” for PR professionals. And I will always continue to point out that, had we been given such a seat, some of the incredibly-stupid business mistakes of the past few years might never have occurred.
When I do my 6 a.m. run every morning, I will spend more time listening to the birds and the ducks all around me, instead of thinking.
I will spend more time listening to my daughters – 15 and 21 – and less time lecturing.
During our once-a-month disagreements, I will try harder to understand my wife’s point of view.
I will spend more time thinking about what I have, instead of what I want.
I won’t scream as loud at the TV when our beloved – but mediocre – Florida Panthers hockey team is playing.
I will spend less time watching college football. (OK, that one’s not quite true. Hey, you’ve got to allow me one or two broken resolutions!)
Happy New Year!
Steve Winston
President, WINSTON COMMUNICATIONS
www.winstoncommunications.com
steve@winstoncommunications.com
(954) 575-4089
Showing posts with label PR professionals. Show all posts
Showing posts with label PR professionals. Show all posts
Saturday, December 26, 2009
Saturday, October 3, 2009
CAR PR
One of the reasons for the collapse of the American auto industry is its PR people.
Why? Very simple. Public relations professionals for the various auto companies are in a prime position to impress upon the bigwigs that lackluster design leads to lackluster sales. But they haven’t done so. They haven’t used their influence and their strength as communicators to impress upon their superiors that more of the same is not enough. They’ve abdicated their responsibility to tell their superiors that re-designing inferior products doesn’t make them better – it only foments the inferiority.
I’ve thought about it for years. And, finally, this week – in an airplane over the Gulf of Mexico – it hit me. The key is body design.
Apparently, PR people – who understand the consumer far better than the old guys in the corner offices or the nerds in Engineering - are not asked (enough) for their opinions about what the consumer might want. Why haven’t the American auto companies allowed them an opinion before the cars are produced? And why haven’t these PR people demanded it?
European cars – like the ones I’ve driven – seem to maintain classic body styles over the years. To me, it seems that most of the changes they make are only meant to enhance the profile of the car, rather than to change it. I drive a Swedish car (a Volvo). Before that, I drove a German car. And before that I drove another Swedish car.
The basic body styles of these cars don’t seem to change that radically; for example, the distinctive shape of the Saab, which I drove seven years ago, is still pretty much the same distinctive shape. (Most American consumers – besides me - don’t seem to like the Saab’s distinctive shape, either; but that’s another story.)
Yes, every few years these European cars get updated lights or front grills or touches here and there. But the basic (and often classic) profile stays the same. And that helps create – and nourish – the brand.
American cars, it seems to me, are built to be sleek; European cars, on the other hand, are built to be stylish. And, in case the American car companies – whose survival is still in question – haven’t noticed, American consumers (particularly those on either coast) obviously prefer stylish over sleek.
Chrysler, on the other hand, doesn’t seem to be concerned with sleek or stylish; they have virtually no new models coming out over the next year or so (despite the billions in bailout money they took). Why aren’t the company’s public relations people pushing for a more energetic response to this crisis? They’re probably going to lose their jobs soon, anyway.
NEWS FLASH TO AMERICAN AUTO COMPANIES: The American people have spoken - loud and clear - for the past decade. They prefer classic auto design and a profile that helps create a “brand” over a lot of constant re-designs of mediocre products.
And, because of the current crisis faced by American car companies, PR people will never be better positioned to drive this point home.
Why? Very simple. Public relations professionals for the various auto companies are in a prime position to impress upon the bigwigs that lackluster design leads to lackluster sales. But they haven’t done so. They haven’t used their influence and their strength as communicators to impress upon their superiors that more of the same is not enough. They’ve abdicated their responsibility to tell their superiors that re-designing inferior products doesn’t make them better – it only foments the inferiority.
I’ve thought about it for years. And, finally, this week – in an airplane over the Gulf of Mexico – it hit me. The key is body design.
Apparently, PR people – who understand the consumer far better than the old guys in the corner offices or the nerds in Engineering - are not asked (enough) for their opinions about what the consumer might want. Why haven’t the American auto companies allowed them an opinion before the cars are produced? And why haven’t these PR people demanded it?
European cars – like the ones I’ve driven – seem to maintain classic body styles over the years. To me, it seems that most of the changes they make are only meant to enhance the profile of the car, rather than to change it. I drive a Swedish car (a Volvo). Before that, I drove a German car. And before that I drove another Swedish car.
The basic body styles of these cars don’t seem to change that radically; for example, the distinctive shape of the Saab, which I drove seven years ago, is still pretty much the same distinctive shape. (Most American consumers – besides me - don’t seem to like the Saab’s distinctive shape, either; but that’s another story.)
Yes, every few years these European cars get updated lights or front grills or touches here and there. But the basic (and often classic) profile stays the same. And that helps create – and nourish – the brand.
American cars, it seems to me, are built to be sleek; European cars, on the other hand, are built to be stylish. And, in case the American car companies – whose survival is still in question – haven’t noticed, American consumers (particularly those on either coast) obviously prefer stylish over sleek.
Chrysler, on the other hand, doesn’t seem to be concerned with sleek or stylish; they have virtually no new models coming out over the next year or so (despite the billions in bailout money they took). Why aren’t the company’s public relations people pushing for a more energetic response to this crisis? They’re probably going to lose their jobs soon, anyway.
NEWS FLASH TO AMERICAN AUTO COMPANIES: The American people have spoken - loud and clear - for the past decade. They prefer classic auto design and a profile that helps create a “brand” over a lot of constant re-designs of mediocre products.
And, because of the current crisis faced by American car companies, PR people will never be better positioned to drive this point home.
Tuesday, July 14, 2009
ETHICAL PR: LET'S LEAD BY EXAMPLE
When we become shills for clients whose business objectives don't go beyond glitz or hype, who wouldn't know a true Business Plan if they tripped over it, and whose horizons extend no further than their own greed, we become no better than them. And we become what real PR professionals spend their whole careers fighting against. We become the sleazy, old-fashioned "publicist"-type...who'll take anyone as a client, who'll do anything to "promote" that client, and who'll use any methodology to prove "results."
Like this type of client, we become interested only in short-term results, rather than long-term strategy. We become interested in the quick hit, rather than in building long-term momentum. And - because we often know, in our hearts, that this client may not be around forever - we become interested only in the quick buck.
Just as so many of the business and financial institutions we once trusted have betrayed our trust for a quick buck, it's sometimes tempting - particularly in a recession - to think about the shortest route to the money.
However, like the companies who've fallen victim to this philosophy over the past few years, our own firms may not be around for long, either, if we compromise our core values. As hundreds of companies around our country can testify, once you lose your reputation, it's awfully hard - or impossible - to reclaim it.
Our mantra, as public relations professionals, should be no different than those of corporations that utilize ethical business and marketing practices...
1) Determine your core values.
2) Make sure your people understand - and practice on a daily basis – your core values.
3) Educate your clients as to your core values.
4) Be willing to pass on a potential client who you believe does not share those values.
5) Be willing to walk away - yes, walk away - from an existing client who violates what you believe to be ethical core practices. (It's a lot cheaper in the long run, both for your finances and for your reputation.)
6) Hold on tightly to your moral compass. The business graveyard is filled with PR firms that didn’t.
7) DON'T JUST PREACH YOUR CORE VALUES...PRACTICE THEM! EVERY DAY!
This could be a golden opportunity for PR. Let's take the lead. Let's set an example for our clients with our own behavior, before we’re put in the uncomfortable position of having to publicly defend theirs.
I believe that, if we're going to be put in the position of defending corporate agendas…we should be helping to set them.
Steve Winston
President, WINSTON COMMUNICATIONS
(954) 575-4089
steve@winstoncommunications.com
www.winstoncommunications.com
Like this type of client, we become interested only in short-term results, rather than long-term strategy. We become interested in the quick hit, rather than in building long-term momentum. And - because we often know, in our hearts, that this client may not be around forever - we become interested only in the quick buck.
Just as so many of the business and financial institutions we once trusted have betrayed our trust for a quick buck, it's sometimes tempting - particularly in a recession - to think about the shortest route to the money.
However, like the companies who've fallen victim to this philosophy over the past few years, our own firms may not be around for long, either, if we compromise our core values. As hundreds of companies around our country can testify, once you lose your reputation, it's awfully hard - or impossible - to reclaim it.
Our mantra, as public relations professionals, should be no different than those of corporations that utilize ethical business and marketing practices...
1) Determine your core values.
2) Make sure your people understand - and practice on a daily basis – your core values.
3) Educate your clients as to your core values.
4) Be willing to pass on a potential client who you believe does not share those values.
5) Be willing to walk away - yes, walk away - from an existing client who violates what you believe to be ethical core practices. (It's a lot cheaper in the long run, both for your finances and for your reputation.)
6) Hold on tightly to your moral compass. The business graveyard is filled with PR firms that didn’t.
7) DON'T JUST PREACH YOUR CORE VALUES...PRACTICE THEM! EVERY DAY!
This could be a golden opportunity for PR. Let's take the lead. Let's set an example for our clients with our own behavior, before we’re put in the uncomfortable position of having to publicly defend theirs.
I believe that, if we're going to be put in the position of defending corporate agendas…we should be helping to set them.
Steve Winston
President, WINSTON COMMUNICATIONS
(954) 575-4089
steve@winstoncommunications.com
www.winstoncommunications.com
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